Convergence between project marketing and project management: time as a structuring Factor

Bernard Cova and Robert Salle
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Bernard Cova: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris, Bocconi University [Milan, Italy]
Robert Salle: EM - EMLyon Business School

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Abstract: From a theoretical point of view, for years, project marketing and project management existed as separate disciplines, each having developed independently from the other. Recent developments in project management have edged the project out of its strict time frame in order to reposition it within a strategic, long-term approach. In doing so, such developments concur with progress made in project marketing over the last decade. By confronting the time perspectives present in both theories as a starting point, this article proposes to bridge the gap between them on five key points, thus structuring a conceptual time frame common to project marketing and project management.

Date: 2002-09-01
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Published in Journal of Customer Behaviour, 2002, 1 (3), 415-432 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02311708

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